For event promoters, tracking millions of ticket sales can be quite a challenge. That’s where a Pasadena startup called TixTrack helps out.

The company has developed and licenses software that produces a visual map of ticket sales for arena operators and event managers. Two months ago, the company added AEG’s Staples Center and Nokia Theatre to a client list that already included Feld Entertainment Inc., the Vienna, Va., producer of Ringling Bros. and Barnum & Bailey circus, and Disney on Ice and Disney Live.

Other clients include the Harlem Globetrotters and Los Angeles Clippers. All in all, its clients sell tens of millions of tickets each year. That’s the big leagues for a firm that started little more than a year ago with funding from angel investors.

Michael Arya and Steven Sunshine, veterans of the sports and entertainment ticketing business, founded the company after realizing most ticket pricing decisions were made based on historical sales data rather than current information. Ticket sellers such as Ticketmaster do provide sales reports showing which tickets have sold and what inventory remains available, but event managers must perform analysis on sales patterns.

TixTrack’s software takes those sales reports and converts them into visual maps to analyze the data quickly. The maps can show which promotions are working or if tickets are priced right. Event managers can then adjust ticket prices in real time.

“It’s about better understanding demand for tickets,” said Arya, who serves as the company’s vice president of sales and marketing. “We help track ticketing data and make predictions.”

The company also has developed a computer program that tracks secondary ticket sales through marketplaces such as StubHub.com. That can show whether resales are higher or lower than retail prices.

Two local companies said the software has been invaluable.

Staples Center has 20 events currently on sale and a spokeswoman said TixTrack replaces a prior method for mapping out ticket sales: markers and paper maps.

“We would shade in sections on a map, but this show’s us seat by seat,” said Cara Vanderhook. “It’s a time-saver.”

Michael Kenney, vice president of the Harlem Globetrotters, which are owned by Burbank private equity firm Shamrock Capital Advisors, said the software is an integral part of its sales strategy.

“It’s become a valuable tool to rescale ticket prices on the fly,” he said. “We are so addicted to using the product, I don’t know how we would go back to managing games without it.”

TixTrack , which licenses its software for a fee and also consults with sports teams, employs five people. Arya would not discuss revenue, but said the company is cash-flow positive and is not drawing down on its angel funding for operating expenses.

Beach Scene

AVP Inc. signed a one year television deal with cable network Universal Sports to put some of its marquee beach volleyball matchups on primetime national television.

The deal consists of a slot for the Manhattan Beach Open men’s final Aug. 22 and the women’s final from Hermosa Beach on July 18. Universal Sports also will air either the men’s or women’s championship match from the season finale Sept. 19, also from Hermosa Beach.

“Universal Sports’ primetime coverage will provide excellent exposure for beach volleyball to a national audience of avid sports fans,” said AVP Chief Executive Jason Hodell.

The deal with Universal Sports gives the L.A.-based league national television coverage for 20 of 24 tour events this year. AVP signed a deal several months ago with ABC/ESPN to broadcast 13 men’s and women’s tour finals matches.

Suit Up

Los Angeles Kings captain Dustin Brown will launch an apparel and equipment line of hockey gear in July.

Brown, a member of the 2010 U.S. Olympic hockey team that won a silver medal, has partnered with Combat Sports, a Kent, Wash.-based company that is an official supplier of hockey equipment for the National Hockey League.

Brown’s line will be called D-Lo 23.

Combat Sports markets itself as a brand of equipment and apparel that is designed by athletes for athletes. The company also makes baseball apparel.

Staff reporter David Nusbaum can be reached at dnusbaum@labusinessjournal.com or (323) 549-5225, ext. 236.

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